{"id":24209,"date":"2024-09-25T18:13:22","date_gmt":"2024-09-25T16:13:22","guid":{"rendered":"https:\/\/goldbach.com\/event-data-based-radio-advertising-the-advertising-message-thus-gains-significantly-in-relevance\/"},"modified":"2025-12-16T17:33:52","modified_gmt":"2025-12-16T16:33:52","slug":"event-data-based-radio-advertising-the-advertising-message-thus-gains-significantly-in-relevance","status":"publish","type":"post","link":"https:\/\/goldbach.com\/en\/best-cases\/event-data-based-radio-advertising-the-advertising-message-thus-gains-significantly-in-relevance\/","title":{"rendered":"Event data-based Radio Advertising: \u201cThe Advertising message thus gains significantly in relevance\u201d"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>Event data-based Radio spots are specifically tailored to certain events or situations. This type of Radio Advertising uses, for example, the weather conditions, the current pollen count in the air, or the number of flu cases to convey relevant Advertising messages that match the temporal, situational, and geographical context of the listeners. <\/p>\n<p>They thus offer an attractive way to specifically address current conditions and adapt the Advertising message so that it becomes more relevant and appealing to the audience.<\/p>\n<h2>Planning and Technology<\/h2>\n<p>Thanks to a specially designed technical setup, the days and hours can be defined in which the respective spots are broadcast, provided that the appropriate situation (e.g., certain temperatures) prevails. These time slots are booked with neutral filler spots on all affected Radio stations. The signal for effective broadcasting is provided by an external data source such as the weather API Meteomatics. If broadcasting occurs, the filler spot is automatically replaced by the appropriate spot.   <\/p>\n<h2>Customer Case Coop: Grill and Cheese Weather Campaigns<\/h2>\n<p>The retailer Coop has been relying on event data-based spots for years. This year, Coop is also using this technology as part of the well-known national grill weather and cheese weather campaigns. Based on various spot variants, the grill range or fondue or raclette is advertised in the summer or autumn to match the respective weather conditions.  <\/p>\n<p><strong>Event data-based Radio spots<\/strong><\/p>\n<ul>\n<li>\u201cEverything for the perfect barbecue summer\u201d<\/li>\n<li>\u201cWinter is slowly coming again\u201d<\/li>\n<li>\u201cNow the cold season is coming again\u201d<\/li>\n<\/ul>\n<p>Listen now:<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-block\"><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/202300213_coop_grillwetter_edba_2023_d15-1.mp3\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Grill Weather Spot<\/span><\/a><\/div><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" style=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/202300504_coop_rfk-wetter-2023_do_fondue_d15.mp3\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Fondue Spot<\/span><\/a><\/div><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-3 fusion-button-default-span fusion-button-default-type\" style=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/202300504_coop_rfk-wetter-2023_fr_raclette_d15.mp3\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Raclette Spot<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><p>TWMedia accompanies these campaigns as Coop&#8217;s lead agency. We asked agency owner Stephan K\u00fcng about the importance of Radio spots in the retailer&#8217;s media mix and why Coop repeatedly relies on this variant of Advertising. <\/p>\n<p><strong>Mr. K\u00fcng, everyone knows Coop&#8217;s memorable TV campaigns, which you and your team oversee. What is the significance of Radio in your media mix? <\/strong><br \/>\nRadio impresses us due to its very high Reach and the correspondingly positive, activating effect. Depending on the campaign goal, we use Radio accordingly. <\/p>\n<p><strong>You have been relying on event data-based Radio spots for your client Coop for years. Why did you choose this form of Advertising back then? <\/strong><br \/>\nIn the case of our cheese weather campaign, the new technical possibility allowed us for the first time to broadcast Radio Advertising specifically when the weather literally invites people to consume cheese. It was clear to us from the beginning that we wanted to use this event data-based Advertising delivery. When the sun is shining and it&#8217;s 18\u2103 \u2013 and that happens every now and then in October \u2013 few people are in the mood for fondue or the like. This allows us to use Advertising budgets specifically when the need is really there. We enrich our rather static media mix with these dynamic components.    <\/p>\n<p><strong>Where do you see differences to \u201cnormal\u201d Radio campaigns?<\/strong><br \/>\nIn contrast to typical Radio campaigns, where many people are activated within a rather short period of time, the consideration is different with this form of Advertising. You define a budget for a longer period and set a time window in the course of the day in which the spots are broadcast, provided that the conditions are right. Accordingly, the spots are broadcast at the right time and in the right place. The Advertising message thus gains significantly in relevance.   <\/p>\n<p><strong>And how would you rate the success of event data-based Radio campaigns?<\/strong><br \/>\nMeasurability is, of course, always a matter of debate. Especially when it comes to a large campaign with different media. However, we are convinced that with the use of event data-based Radio campaigns, we significantly increase the pressure and effectiveness of an existing media mix.  <\/p>\n<p><strong>Do you also see disadvantages in this dynamic spot delivery? <\/strong><br \/>\nFrankly, no. The mechanism is simply efficient, as the spot is only played when it fits the situation and the Advertising makes particular sense at that moment. This strategy also works for other products, such as garden furniture in good weather in spring or nasal spray when pollen is flying. For a product of daily use, such as Nutella, this consideration is probably less important.   <\/p>\n<p><strong>Thank you very much for the interview.<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":24195,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80,84],"tags":[572],"kanal":[355],"werbeform":[360],"class_list":["post-24209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-cases","category-interview","tag-targeting","kanal-audio","werbeform-radio"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Event data-based radio advertising<\/title>\n<meta name=\"description\" content=\"Radio Advertising uses, 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